Pizza sales race as winter bites

DOMINO'S Pizza said cold weather and popular TV shows led to a roaring Christmas trade, as customers stayed at home rather than venture out.

The takeaway delivery chain – which has 608 stores throughout the UK and Ireland – revealed that like-for-like sales rose by 8.6 per cent in the 13 weeks to 27 December, beating expectations.

High-rating Saturday night TV shows, such as Strictly Come Dancing and The X-Factor encouraged customers to stay indoors.

The update came a day after rival chain Papa John's also reported a boost from the shows.

Domino's also reported an increase in internet orders.

The pizza firm is expanding rapidly and said it had created 1,500 jobs and opened a record 55 stores in the past year. It plans to have 1,000 stores by 2017.

Due to the economic downturn, Domino's also took advantage of cut price media advertising offers, including its sponsorship of ITV show, Britain's Got Talent.

Chris Moore, Domino's chief executive, said: "The success of Britain's Got Talent, the use of short-term tactical promotions and our continued focus on building our online sales have been major drivers during the year."